Email marketing is incredibly important for both customer retention and acquisition. Although social media and mobile messaging get the bulk of the attention these days when it comes to notifying people about limited-time discounts and events, 64% of customers still say that email is their favorite channel for hearing about a retailer’s upcoming sales and promotions.

Of course, email newsletters are only effective if they’re being seen by consumers who are interested and engaged with the content a business is sending out. Many businesses struggle with finding ways to grow their email marketing lists, especially businesses that haven’t developed methods for acquiring their customers’ contact information during transactions that occur at the point of sale. Here are five tips from email marketing experts about how merchants can grow their marketing lists and deliver more effective email messages.

1. Jump in with a clear set of goals. Merchants need to establish their goals before they begin building their email marketing lists. A few basic questions every business owner should ask himself or herself include: Who do I want to acquire, why do I want to acquire them, and what is the success metric? Businesses should focus on developing success metrics that are centered around profit or ROI, rather than cost per action (CPA). (Dan Quintero, AdStack)

2. Make the invitation obvious. Businesses need to make it clear that they’re collecting email addresses for e-newsletters and promotions, either by placing a guest book by their registers or using dedicated computer screens to help catch the eye of customers. If a small business has a physical presence, it’s a good rule of thumb to always have a way for customers to sign-up for email newsletters from inside the store. Outside the establishment, businesses should include a link to join their email lists on their websites, Facebook pages, and email signatures. They should also make it easy for customers to sign up on their mobile devices—either by manually texting a number or by scanning QR codes. (Ron Cates,Constant Contact)

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Profile: Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement.
Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration.
Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets.
He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection.
While Jeff’s team may be small, they know how to solve BIG email marketing problems.
Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today.
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